New work for Culture Mile

Shifting brand perceptions and taking design to the next level

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We were tasked with creating a campaign that uses audience insight to shift perceptions of the area and celebrates the rich myriad of events that happen within Culture Mile, and, in doing so, takes the current brand design to another level.  

The resulting bold and versatile logo lockup and design featured will run through all communications, and is the focal point for the new brand campaign featuring OOH and some digital display. A launch film introducing the new work also ran online.

Inspiration for the new design was taken from the geometric shapes and emphasis on function of the Bauhaus movement found in the current Culture Mile logo. This led the team to look at the design of maps, tying in nicely with the geographical nature of the Square Mile, its outstanding connectivity and the rich history of mapping in the area.

The new lockup is formed of simple shapes that can be extended and abstracted easily, without breaking legibility or form. These ‘extensions’ act as streets on a map, allowing sectioning off of photographic elements or information on the page, and visually reflecting Culture Mile's broad geographic shape, aiding consistency and recognition.

Andrew Marcus, Museum of London's Head of Communications and Culture Mile Marketing Lead said: “The Creature team have skillfully crafted a design system which is beautifully simple while showcasing the wonderful variety that is Culture Mile, as well as enhancing the fundamental tenants of the brand. Thanks to Creature, the campaign for Culture Mile’s first ever season importantly puts the people who enjoy our activities front and centre, and is as playful and joyous as Culture Mile’s programme of events.”


Creature is a gloriously independent agency, making game-changing advertising that real people can’t help but care about.

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